Harley-Davidson Embraces Sustainability, but Will It’s Customers?

The company’s past reluctance to be more upfront about sustainability is likely due to fears about how Harley customers – who are some of the most brand loyal in the world – would feel about it. On the one hand, the Harley-Davidson experience lends itself well to values like nature conservation and preservation – values that are fundamentally connected to sustainability. According to Levatich, the company’s new sustainability focus was driven in part by customers’ appreciation for nature and their experiences with it on the open road. He says, “The passion and bond our customers have for us and their desire to escape to beautiful places represents a terrific opportunity around this notion of preservation and renewal.”